Review: Ethan’s Apple Cider Vinegar Shots

Ethan’s Apple Cider Vinegar Shots, which are the work of Ethan Hirshberg (yes, he’s the son of Stonyfield Farm chairman Gary Hirshberg), are an attempt to take the health benefits of apple cider vinegar and deliver them in a manner that’s both palatable and authentic.

As a small format shot product, Ethan’s features a full bodied flavor profile that’s rather intense. That being said, we’d be more inclined to sip it than to consume it in one gulp. But as far as shot products are concerned, it is quite palatable.

In all three of the flavors, which include Ginger Pineapple, Cinnamon Maple, and Turmeric Apple, the apple cider vinegar (ACV) is the primary flavor. The tartness quickly hits your palate and lingers. As with any product that has a strong base flavor, it’s pretty hard to dramatically change the experience from flavor to flavor. However, Ethan’s has made a valiant effort. Ginger Pineapple has a pleasant note of fresh pineapple followed by some light spice from the ginger. Turmeric Apple enhances the ACV with additional apple while the turmeric adds a slightly earthy note. Lastly, there’s Cinnamon Maple, which, with no added fruit, takes a different approach than the rest in its sugar-and-spice flavor profile. All three are quite enjoyable, so we’d be hard pressed to pick a favorite.

On the outside, Ethan’s, which comes packaged in a 2 oz. glass bottle, features a black sleeve label that covers most of the surface. It has the look and feel of a product that you’d find in a natural foods store, which may or may not be what they are going for. The label format is clean and intuitive, with the brand name, an explanation of the flavor name, and an icon to denote the flavor. In addition, they’ve placed the USDA Organic seal on the label, although it’s pretty small and positioned at the point where the bottle tapers inward so it could be easy to miss.

All in all, we really like the concept of Ethan’s and the execution of what is the first version of their product. At this point, our biggest question is whether or not this is a niche product or something that can be the basis for a broader offering. Regardless, what they’ve come out of the gate with is tasty and timely.